중국 아웃바운드시장 변화에 따른 효과적인 중국관광객 유치 전략에 관한 연구

Abstract

In the past few years, China’s outbound tourism has been developed steadily. The number of China’s outbound tourists in 2008 was 45.8million, increasing by 11.9 percent compared to the previous year. This has attracted the tourism management departments and the tourism-related enterprises of various nations to flock into some large cities such Beijing, Shanghai and Guangzhou to do business promotion and attract tourists. In this article, we review China’s government outbound tourism policies, analyze the market structure and the characteristics of market, discuss future trends in China’s outbound travel market and propose strategy to attract chinese tourists to Korea. For this purpose, the statistical data of China National Tourism Administration (CNTA), market research results, and various other relevant publications were used as a basis of reference. This study explores the future china’s outbound tourism market trends as follows. 1) continued rapid growth of personal tourists, 2) Rapid growth in FIT market, 3) rapid growth of business travel market, 4) specialization of tourism-related enterprises, 5) advent of new tourism-related enterprises, such as on-line travel agency. The strategy for attracting chinese tourists may be provided as follows:1) development for tourism products for FIT, BT(business travel), MICE market, 2) each regional marketing strategy for large outbound cities such as Beijing, Shanghai, Guangzhou, 3) development of niche market and marketing strategy through market segmentation by age, sex, income and education level 4) rearrangement of tourism infrastructure such as tourists guide service, korean restaurant and accommodation service. 5) to strengthen promotions using various networks.